Seeing is believing when it comes to Lynx’s new campaign to promote their new range of deodorant. Launched in Sydney, Australia, Lynx produced the world’s first invisible ad installation using special LCD screens that could only be seen with polarised lenses.

They took an abandoned house and replaced the windows with LCD screens. For the usual passers-by the screens would appear blank. But to their target market of young party-goers, LYNX handed out polarized sunglasses to people who walked by at night (pink to girls, blue to boys), which unlocked the content of the invisible screens.

In typical Lynx fashion, the content was out there, with couples making out and random dogs swimming in a room of water. Created by Soap Creative.